DPAA to Host Annual CES Experience on Jan 5-7, 2026, Focusing on Digital OOH Advertising – Tuesday, December 16, 2025

The Digital Place-Based Advertising Association (DPAA) is preparing for its annual CES experience, scheduled for January 5-7, 2026. This event will focus on the ongoing transformation of out-of-home (OOH) advertising, shifting from traditional methods to cutting-edge digital innovations through a series of keynotes and technology showcases.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

DPAA is gearing up to host its annual CES experience, spotlighting the significant evolution of OOH advertising from traditional “paint” to dynamic digital “pixels.” As part of CES 2026, this event will serve as a vital platform for industry leaders to examine the latest advancements in digital signage and advertising technology. Notably, Yannick Bolloré is slated to deliver a keynote during the C-Space segment, offering expert perspectives on the future trajectory of digital advertising. Complementing these insights, LG will unveil its newest flagship RGB TV technology, highlighting the rapid progress in display innovations that are reshaping the advertising landscape. The event is designed to provide attendees with a comprehensive understanding of the innovations driving the digital OOH sector. This includes experiential campaigns that harness the power of digital out-of-home (DOOH) capabilities, such as the Disney+ “Home Alone” campaign, which exemplifies how immersive storytelling can be amplified through digital platforms. By bringing together thought leaders, technology providers, and advertisers, the CES experience promises to be a critical convergence point for exchanging ideas and showcasing innovations that will define the future of digital advertising. For stakeholders aiming to maintain a competitive edge, this event offers essential insights into emerging trends and practical applications within the rapidly evolving DOOH ecosystem.

Why now?

The timing of DPAA’s CES experience aligns with a pivotal moment in the advertising industry’s digital transformation. Over the past 18 months, there has been a marked acceleration in adopting advanced technologies within OOH advertising, driven by the need to create more dynamic, interactive consumer experiences. Innovations like LG’s RGB TV exemplify the technological breakthroughs enabling richer visual engagement, while the growing role of digital platforms in advertising strategies reflects shifting consumer expectations. As audiences increasingly demand personalized and immersive content, the industry must adapt swiftly. Events like CES are therefore crucial for stakeholders to stay informed, benchmark emerging technologies, and refine their strategies in response to this rapidly changing landscape.

So what?

DPAA’s CES event holds strategic significance for industry participants by offering a forward-looking view of digital advertising’s evolution. For DOOH network operators and digital signage program managers, gaining a deep understanding of these technological advancements is essential to sustaining competitive advantage and optimizing audience engagement. The insights shared at the event are likely to influence strategic planning and operational decisions, helping organizations align their investments and campaigns with the latest trends and consumer behaviors.

What this means for you:

• For DOOH network operators: Utilize CES insights to enhance network capabilities and deliver more engaging, targeted content to audiences.
• For ad-tech platform leaders: Identify and integrate emerging technologies showcased at CES to improve ad delivery and platform performance.
• For display technology decision-makers: Evaluate the potential of innovations like LG’s RGB TV to inform future technology investments and upgrades.

Quick Hits

• Impact / Risk: The event could establish new industry benchmarks, reshaping strategic priorities across the DOOH sector.
• Operational Implication: Organizations may need to revise technology adoption timelines based on insights gained at CES.
• Action This Week: Review current technology partnerships, prepare a briefing on potential CES takeaways, and consider attending the event for direct exposure to emerging trends.